Bono's Red campaign has raked in $18 million for good causes since launching last year and whilst this figure may seem a lot, it's meager when compared to the $100 million it is estimated to have cost to promote the campaign.
Julie Cordua, VP-marketing at Red defended the spending. "It's not a charity program of them writing a one-time check. It has to make good business sense for the company so the money will continue to flow to the Global Fund over time."
But Ben Davis, creative director at Word Picture Ideas and co-creator of Red parody site, buylesscrap.org said, "The Red campaign proposes consumption as the cure to the world's evils," said Ben Davis, creative director at Word Pictures Ideas, co-creator of the site. "Can't we just focus on the real solution -- giving money?"